According to Wikipedia, it’s “a form of marketing designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly.” Given that almost all spots have URLs now, and virtually every banner has a CTA, it seems as if there is a case to be made that nearly all advertising (even if it doesn’t work well as such) is DR now. Do you agree?
Human nature hasn’t changed and neither have the priorities required for successfully conveying your message: http://bit.ly/27aOXD
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One juror’s point of view: Victoria Azarian, Creative Director, OgilvyOne, New York
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Here is a smart direct response effort for Roche from McCann Erickson in Portugal.
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I think it’s fair to say that most marketers don’t aspire to win the Nobel Prize. But there are lessons.
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